Looking to market your insurance business? Check out these ten insurance advertising strategies to enhance your approach for better reach and ROI. 

It's never too easy to market insurance. The industry is huge, competition is intense, and you don't even know in what corners the audience actually is. This can be a hurdle, until and unless you skip over them all. Insurance advertising is one such thing that helps you navigate competition and reach the right audience effectively.

If that's something you're looking for, then this is the right place. This blog explores the top ten insurance advertising strategies that you can use to promote your business. So no matter what your budget is or where your audience is, you will find something that works for you here. 

1) PPC Advertising 

You've seen insurance company ads that pop up when you search for a specific term. Or the ones that lie flat on websites. This is the result of PPC advertising. 

PPC for insurance is one of the best options if you want to reach users who are actively looking to buy insurance. Typically, you can target them on the basis of demographics, interests, location, and online behaviour. 

Targeting keywords that align with the searcher's intent can get you face-to-face with them. For instance, if you are an insurance agent promoting car insurance, then you bid for keywords like 'third-party car insurance'. This will show your ad only to users who have searched for the term, further narrowing down your audience. 

The best option is to do it via ad networks like 7Search PPC that automate the entire process. 

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2) Social Media Advertising 

A lot of your audience base is on social media. They are scrolling through finance posts and following their favourite pages. Through social media ads, you can target this audience and direct them over to your profile or website. LinkedIn and Facebook are generally considered to be some of the best platforms for insurance advertising. 

But there are a few things you need to keep in mind. First, you need to inform as well as entertain your users. Second, visuals and graphics play a huge part. And third, provide valuable content. Social media advertising can be a productive tool to directly connect with your audience and form a community when used correctly. 

3) Email Advertising 

Nobody buys insurance on the first go. People compare coverage, premiums, co-payments, claim process, nominations, and so much more. So, what can you do to keep your lead coming back to you? Send them emails!

Email advertising is where you promote insurance services through emails. An insurance agent can directly connect with their audience, build customer relationships, and provide more valuable information regarding the insurance. Email ads are not only cost-effective, but also result in higher conversions since only relevant people are receiving them. 

They are perfect for nurturing leads and following up with existing customers. 

4) Influencer Advertising 

We're finally seeing exciting things happen in insurance business advertising- and this is one of them. Many insurance companies and agencies love to collaborate with influencers for targeted reach. Influencers can integrate promotions with their original content without making it sound too salesy, improving their reach and overall brand image, and building consumer trust. 

But for it to work effectively, you need to find the right influencers. Define your target audience and see which influencers cater to them. Then, evaluate their reach and engagement. Remember that high following alone won't guarantee you higher returns. Check how their content matches your brand's voice. And finally, think about your budget before settling for anything. 

5) Content Advertising 

Content advertising involves creating and distributing value through consistent content that informs, entertains, and engages users. This content can take the shape of blog posts, videos, infographics, e-books, guides, case studies, and webinars. It helps businesses establish themselves as trusted experts by providing something of value to users. 

You can break down complex insurance terms and concepts, provide tips on risk management, showcase service features, and help them keep up with the industry news. This improves customer engagement, assists in SEO rankings, and calls for better lead generation. 

6) Podcast Advertising 

Nowadays, there are plenty of podcasts dedicated to insurance and personal finance. And they are constantly looking for advertisers to sponsor their new episodes. This is where you can jump in. 

The very first promotional method can be host-read ads. Hosts will read out a script themselves, which will feel more personal and authentic. Or they can be pre-recorded and inserted in various points of the episode, such as pre-roll, mid-roll, and post-roll.

You can also opt for thematic tie-ins, where you sync podcasts with your industry. For instance, a travel insurance brand could partner with a travel podcast. 

7) Print Advertising 

While we are at it, let's not forget about the traditional forms of advertising. Insurance businesses can reach out to their customers via print media like newspapers, magazines, brochures, and billboards. While they might not be too targeted or cost-effective, they do offer a tangible and potentially longer-lasting impression. 

For the best results, personalize and localize your ads. You can get them published in the finance section of the newspaper or in popular finance magazines. Local billboards near car dealerships, hospitals, and travel agencies might also work. 

8) CTV Advertising 

The shift from traditional cable TVs to connected TVs has opened yet another gate for insurance advertising. It's similar to traditional TV ads, except a lot more targeted. 

You can use advanced targeting to show your ads to relevant viewers. For example, you could advertise home insurance for homeowners, life insurance for new parents, or motor insurance for new drivers. Since CTV ads are primarily video-focused, make sure to tell a story. Personalize and humanize them for better attention and engagement. 

9) OOH Advertising 

OOH advertising, or out-of-home advertising, refers to advertisements displayed in public spaces outside the consumer's home. This strategy aims to increase brand visibility and awareness among individuals who aren't actively seeking insurance. However, the brand can settle as a passive thought in their minds. 

OOH insurance advertising is the most effective when you choose appropriate areas of placement. You want to integrate into customers' daily routines when they are the most receptive to the messages. For example, placing ads on the roads, at gas stations, outside clinics and hospitals, is when they are likely to think about safety more. 

10) Guerrilla Advertising 

Guerilla advertising is when a brand uses unconventional methods to surprise, shock, and gain interactions from the viewers. Think of unexpected street art, pop-ups, skits, and anything that adds an unanticipated element. Here's an example. You can leave realistic-looking wallets with branded cards on the roadside. The card can read, 'This time it's just a marketing stunt. But what if you really lost it? XYZ Travel Insurance has your back!' 

The best part about this is that it needs less cost and more creativity. Come up with something extraordinary and you might just leave a mark within the industry. 

Conclusion 

Insurance advertising has come a long way. What once used to be dominated by print ads that targeted almost everyone, it now relies more on the digital medium. But one single strategy isn't going to cut it either. You need to consider your budget and allot it efficiently to promote insurance banner ads yourself from many angles. Think of your priorities, see where your customers are, and then make your move. Try new strategies and embrace every opportunity that comes your way. 

Frequently Asked Questions (FAQs) 

1) What is insurance advertising?

Ans. Insurance advertising refers to the activities involved in the promotion of insurance services and products. 

2) How do you attract insurance customers?

Ans. To attract insurance customers, you can use a mix of online and offline advertising strategies. Understand your audience, see what platforms they are most active on, and distribute your budget accordingly. 

3) What are the most cost-effective insurance advertising strategies?

Ans. PPC and email advertising are some of the most cost-effective insurance advertising strategies you can use to promote your business.  

4) What are some innovative insurance advertising strategies?

Ans. Guerilla advertising and CTV advertising allow you to promote your brand by displaying your creativity. 

5) What are the most important elements of an insurance ad? 

Ans. Emotional appeal, trust building, personalization, and value proposition are some of the most important elements of a great insurance ad.